Trends in the development of digital marketing strategies in LaLiga

Abstract

In the coming years it will be increasingly important to develop Digital Marketing strategies in football clubs. The study has carried out an exhaustive analysis of the Digital Marketing strategies of the LaLiga teams, which has allowed us to find out what the keys to success are and to establish a series of guidelines to follow.

This has been achieved through the use of a content analysis that has served to locate the tendencies of the clubs according to their position of importance in the competition. The results obtained indicate the existence of various consumer segments that have preferences for one strategy or another, as well as a very similar distribution of content among the clubs, with small differences being observed between groups of importance.

It has been possible to verify the similarity of strategies among the elite brands, with the teams that propose more original and diversified strategies being the ones that manage to raise their position with respect to their starting level, which translates into an increase in the perceived value of the brand, which leads to a future increase in sales.